CD Baby

CD Baby Announces Global Expansion

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PORTLAND, OR (CelebrityAccess) — Indie/DIY music distributor CD Baby announced a major international expansion with the hire of senior staff in Latin America, the UK and EU, Canada, and East Asia/Pacific.

The new hires include:

Henriette Heimdal, who joins CD Baby’s London offices as a Market Development Coordinator. Her previous experience includes stints with the indie trade association Worldwide Independent Network (WIN).

“I have long admired the DIY spirit and independent-to-the-core ethos of CD Baby,” Heimdal states. “The artist direct market is expanding daily throughout the world, and I am extremely excited to be joining the UK team as these opportunities continue to grow.”

Darryl Hurs joins CD Baby as the company’s new Canadian rep and will be based in Toronto. Hurs is no stranger to the indie music scene and founded Indie Week Canada almost two decades ago as a hobby and oversaw its transformation into a major event for the independent music community.

“I am looking forward to being part of the international marketing team of CD Baby representing Canada,” Hurs says. “I’ve run Indie Week for the last 18 years with the focus on helping indie artists and I look at this as an opportunity to step it up to a higher level. I am especially excited to help artists and businesses build success stories.”

Johanna Rivera will join CD Baby as a representative in Juan Peña in Colombia. Based in Bogota, she will assist artists in the region, including Colombia, and other nations in the region, including the Dominican Republic. Prior to joining CD Baby, she spent two years at digital distributor/label services company Bquate.

“I am happy to be part of a team created by artists for artists,” Riviera said. “Colombia is a big market and the artists are ready to grow. We are the partner to make that happen.”

Keith Tan, based in Singapore, will found CD Baby’s first office in Asia, which the company views as an increasingly important market for music.


“Asia Pacific has a growing market of independent artists that are putting out content and music at a very high rate. We see potentially high growth in markets such as Singapore, Malaysia, Indonesia, The Philippines, Australia,” notes Tan. “We look forward to working with artists from these parts to assist them in their artistic journey.”

In addition to the list of new international reps, CD Baby is adding a series of Artist Support Centers around the world, starting with the UK in the coming months. These centers will provide localized artist support and regionally relevant expertise.

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